Transcript Developing Marketing Strategies

Developing Marketing
Strategies
By
M.Shariq
Basic Strategies For Successful
Marketing
Moving quickly to satisfy customer needs.
Using pricing to differentiate the
product/service.
Paying attention to packaging.
Building customer loyalty.
Offering samples and demonstrations.
Educating customers.
Marketing Concept
The Marketing Concept involves giving
special consideration to the Needs, Desire, and
Wishes of present and prospective customers.
The Marketing Concept
Customer
Satisfaction
Total Company
Effort
The
Marketing
Concept
Profit
Marketing’s Changing Role
Simple Trade Era
Production Era
Sales Era
Focus:
Sell Surplus
Focus:
Increase Supply
Focus:
Beat Competition
Marketing Department
Era
Focus :
Coordinate and Control
Marketing Company
Era
Focus :
Long-Run
Customer Satisfaction
Customer’s Needs
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
Types of Customer’s Behavior
6-3
Psychological
Variables
Social
Influence
Purchase
Situation
Motivation
Perception
Learning
Attitude
Personality/Lifestyle
Family
Social Class
Reference Groups
Culture
Purchase Reason
Time
Surroundings
Different Types of Customers
Manufacturers
Producers
Farms, mines, etc.
Financial Institutions
Other providers
All business and
organizational
customers
Middlemen
Governments
Nonprofits
Wholesalers
Retailers
Federal
State and Local
National
Local
The Product Life Cycle
Market
Introduction
Market
Growth
Market
Maturity
Sales
Decline
Total Industry
Sales
+
Total Industry
Profit
Time
–
TEST MARKETING
•SIMULATES THE CONDITIONS UNDER WHICH A PRODUCT IS TO
BE MARKETED
• PRIMARY RESEARCH:
•Ask your customers what to ask.
•Be sure the answer will tell you what to do
•Use a combination of different types of questions .
•Develop a user friendly design
•Avoid asking customers to rank lengthy lists of items
•Address only one issue in each question.